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Social Media Gamification: Online Meets the Real World

Russian mobile company, Red Energy, was looking for a unique way to spread awareness around their "hassle-free communication" services and connect with a younger target audience. To do so, the mobile company developed a social game to promote their service, The Red Quest.

The scene was set: summer in Moscow, in the middle of an environmental catastrophe. The audience was faced with saving the planet by using an online platform to complete tasks in the real world. There were two kinds of puzzles they would need to complete to stay in the lead, including purely intellectual tasks which could be solved using web resources, as well as physical tasks which were to be performed "in the real world" with assistance of their mobile phones.

As a result, over 1 million people registered to participate in the game and the video received over 250,000 hits. Sales also went up 20% during the campaign. Watch the video for more details!

[via Grape ]


Publicity Stunt: Run for Your Lives

If zombies took over the world, would you survive? Run for Your Lives, a 5k race where runners are expected to navigate through a series of zombie themed obstacle courses, was looking for an innovative approach to market their unique competition. To promote the event, local advertising agency, MGH, organized a publicity stunt at the University of Maryland. The agency hired a "preacher" to warn students of the impending zombie apocalypse – urging students to start preparing, now! After the stunt was completed, the Run for your Lives website doubled in direct traffic and saw a 12% increase in race sign-ups.

The race, which is scheduled to be held in Darlington, MD during October, requires participants to think on their feet. Those who can figure out the shortest route without becoming a zombie's meal, wins! Watch the video to learn more.

[via MGH & Run for Your Lives]


Experiential Marketing: The Escape Machine

In order to find out where everyday residents would like to travel, DDB Paris created a fun, experiential project for the European travel company Voyages-sncf.com. Large, mysterious "escape machines" were strategically placed in busy, urban locations. Passers curious enough to approach the cube and "poke" around were asked a simple question - "If you could go anywhere in the world, where would it be?" Upon answering, participants were gifted with a fun celebration, complete with walking kisses and endless confetti. At the end of each experience, participants were awarded with a giant ticket, encouraging travel and escape via Voyages-SNCF.

[via Vimeo]